Terms of Service
Please read these Terms of Service carefully before using Atlas Watch Registry. By creating an account or using the Platform, you agree to these Terms. If you do not agree, do not use the Platform.
1. The Service
1.1 What Atlas Watch Registry is
Atlas Watch Registry (the “Platform”) is a provenance and ownership record service for luxury watches, operated by Lake Road Labs LLC, doing business as The Atlas Register (“Atlas,” “we,” “us”). It lets you:
- Create a permanent digital record for each watch you own or manage.
- Log service history, repairs, and ownership events.
- Generate shareable public verification links with privacy controls you set.
- Transfer ownership records to a new owner, carrying the full provenance history.
- Flag a watch as lost or stolen and publish a public alert.
1.2 What Atlas Watch Registry is not
A record on Atlas Watch Registry does not constitute authentication of the physical watch. The Platform cannot confirm that the watch in a buyer’s hand is genuine, that its serial number matches the record, or that it has not been altered. Physical authentication requires a hands-on inspection by a qualified watchmaker or authorized service center.
1.3 Record integrity
Each watch record is assigned a cryptographic integrity hash to detect tampering within our system. This is a technical integrity check performed within the Platform; records are not currently anchored to any external, independent system. Independent verification is a planned enhancement.
2. Who Can Use the Platform
2.1 Age requirement
You must be old enough to form a legally binding contract under the laws of your state or country. The Platform is not intended for children. We do not knowingly allow anyone under 13 to create an account.
2.2 Account types
Collector account: for private individuals managing a personal watch collection.
Dealer account: for professional watch dealers managing inventory for resale. By selecting a dealer account, you represent that you are operating in a professional commercial capacity. Dealer accounts are subject to the Dealer Addendum in Addendum A.
3. Account Responsibilities
3.1 Accurate information
You must provide accurate information when creating your account and keep it up to date.
3.2 Account security
You are responsible for the security of your account and for all activity that occurs under it. Do not share your login credentials. If you believe your account has been compromised, change your password immediately and contact us at theatlasregistry.com/contact.
4. Acceptable Use
You may use the Platform only to create and manage provenance records for watches you own or — if you are a dealer — that your business owns or is in the process of acquiring or selling. You must comply with all applicable laws.
5. Prohibited Conduct
5.1 False or misleading records
- Entering information you know to be false, including fabricated serial numbers, service history, or ownership details.
- Creating a record for a watch you do not own or are not authorized to register.
- Sharing verification links in a way that implies the Platform has physically authenticated the watch.
5.2 Fraudulent activity
- Using the Platform to facilitate the sale of stolen or counterfeit watches.
- Initiating transfers to people without their knowledge or consent.
- Flagging a watch as lost or stolen in bad faith to harass another party.
- Using the Platform to launder proceeds of crime.
5.3 Abusive or illegal conduct
- Attempting to access accounts or data that do not belong to you.
- Using automated tools to scrape or harvest data from the Platform.
- Attempting to circumvent security measures or access controls.
- Harassing, threatening, or harming other users.
5.4 Consequences
We may suspend or terminate your account for violations. We may report conduct to law enforcement where we believe a serious crime has been committed.
6. Accuracy of Your Records
You are solely responsible for the accuracy of the information you enter. We do not independently verify serial numbers, ownership claims, or service records. By submitting a record, you represent that the information is accurate to the best of your knowledge and that you have the right to register the watch.
7. Provenance Records and Append-Only History
7.1 Why records are permanent
The integrity of a provenance record depends on its completeness. Service events, repair events, and ownership events are append-only. Once recorded, they cannot be deleted by you or by us. When a watch is transferred, the full event history carries to the new owner with private transaction details removed. When an account is closed, records remain attributed to “Previous owner.”
7.2 Corrections
You can edit descriptive fields (brand, model, notes, photos, prices) and add new events at any time. You cannot remove or alter past events. If an event was recorded in error, contact us — we can add a corrective note but cannot delete the original entry.
7.3 Sold watches
Once a watch is marked as sold, most fields become read-only to preserve the record that has been shared with or transferred to a buyer. Internal notes remain editable.
8. Ownership Transfers
8.1 How transfers work
To transfer a watch, enter the recipient’s email address and initiate the transfer. The recipient receives an email with a claim link. Once they claim it, the watch record and its provenance history move to their account.
8.2 Seller responsibilities
By initiating a transfer, you represent that you are the current owner and that the sale price entered is accurate. Payment is settled outside the Platform — we do not process watch sale transactions and do not verify that payment has been received. Confirm payment has cleared before completing any transfer.
9. Lost and Stolen Watches
You may flag a watch as lost or stolen at any time. Once flagged, the status is shown on all public verification pages for that watch regardless of any privacy settings — it cannot be hidden. This is a consumer-protection measure.
Only use this flag for legitimate reports. Filing a false report to harass another party is a breach of these Terms and may expose you to legal liability.
10. Share Links and Privacy
Watch records are private by default. You control what appears on each link you create. You can revoke a link at any time — revoked links immediately stop serving data.
General watch photos in the public file store remain accessible by direct URL even after a link is revoked. Contact us at theatlasregistry.com/contact if you need a specific photo removed.
11. Billing and Subscriptions
11.1 Paid plans
Atlas Watch Registry offers paid subscription plans. Current pricing is displayed on the Platform. By subscribing, you agree to pay the applicable fees on the billing schedule shown.
11.2 Auto-renewal and cancellation
Subscriptions renew automatically at the end of each billing period. You may cancel at any time from your account settings. Cancellation takes effect at the end of the current billing period and you retain access until then. No partial-period refunds are issued.
11.3 Payment processing
Payments are processed securely by our payment processor. By providing payment information, you authorize our payment processor to charge your payment method on the schedule you select. Payment card details are processed and stored by our payment processor — we do not store card numbers or security codes on our servers.
11.4 Failed payments and suspension
If a payment fails, we will notify you by email and attempt to process it again. If payment cannot be collected, access to paid features may be suspended until the balance is resolved. Your watch records and provenance data will remain intact during any suspension.
11.5 Refunds
Subscription fees are non-refundable except where required by applicable law. If you believe you were charged in error, contact us at theatlasregistry.com/contact within 30 days of the charge.
11.6 Price changes
We will give you at least 30 days’ notice of any subscription price change. If you do not agree to the new price, you may cancel before it takes effect.
12. Dealer Accounts and Organizations
All members of a dealer organization share access to the organization’s full inventory, including pricing and buyer information. You accept this when you invite team members and are responsible for their compliance with these Terms.
Dealer accounts are subject to the additional terms in Addendum A.
13. Account Closure and Data on Closure
13.1 Closing your account
You may close your account at any time from your Settings page. On closure:
- Your personal details (name, email, phone, address) are erased from your profile.
- Your account is anonymized — watch records remain but are attributed to “Previous owner.”
- Your login credentials are deleted.
- Any active paid subscription is cancelled; you retain access until the end of the current billing period.
13.2 What remains
Provenance records and event history for watches you registered remain in the Platform after closure, attributed to “Previous owner.” They remain part of the provenance chain for those watches and may be visible to future owners.
13.3 Termination by us
We may suspend or terminate your account for breach of these Terms, as required by law, or if your account poses a risk to the Platform or other users. The same anonymization process applies. No refund is issued for termination due to breach.
14. Intellectual Property
14.1 The Platform
The Platform, including its software, design, text, and trademarks, is owned by Lake Road Labs LLC, doing business as The Atlas Register or its licensors. Nothing in these Terms transfers any intellectual property rights to you.
14.2 Your content
You own the content you upload (photos, documents, descriptions). By uploading, you grant us a non-exclusive, worldwide, royalty-free license to store, display, and transmit that content as needed to operate the Platform. You represent that you have the right to upload the content and that it does not infringe third-party rights.
15. Disclaimers
Atlas Watch Registry is provided “as is” and “as available.” We make no warranties, express or implied, including:
- That the Platform will be uninterrupted, error-free, or free of security vulnerabilities.
- That any watch record is accurate, complete, or up to date.
- That a watch verified on the Platform is genuine or as described.
- That the Platform is suitable for insurance valuation, professional appraisal, or authentication purposes.
To the fullest extent permitted by law, we disclaim all implied warranties including merchantability, fitness for a particular purpose, and non-infringement.
16. Limitation of Liability
To the fullest extent permitted by applicable law, Atlas Watch Registry and its officers, employees, and licensors will not be liable for indirect, incidental, special, consequential, or punitive damages, or for loss of profits, revenue, data, or goodwill. Our total aggregate liability to you will not exceed the greater of (a) the fees you paid us in the twelve months preceding the claim, or (b) $50.00. Nothing in these Terms limits liability that cannot be excluded under applicable law.
17. Indemnification
You agree to indemnify and hold harmless Atlas Watch Registry and its officers, employees, and agents from any claims, damages, losses, or expenses (including attorneys’ fees) arising from your breach of these Terms, your use of the Platform, any content you submit, or your violation of applicable law or the rights of a third party.
18. Governing Law and Disputes
These Terms are governed by the laws of the State of New Jersey. Any dispute that cannot be resolved informally (contact us first at theatlasregistry.com/contact) will be subject to the exclusive jurisdiction of the state and federal courts located in New Jersey, and you consent to personal jurisdiction there.
19. General
These Terms, our Privacy Policy, and any applicable addenda are the entire agreement between you and Atlas Watch Registry. If any provision is unenforceable, it is severed and the rest remains in effect. Our failure to enforce any provision is not a waiver of our right to enforce it later. You may not assign these Terms without our written consent.
Accessibility. We are committed to making the Platform accessible to everyone, including users of assistive technologies. Our Accessibility Statement describes the standard we target and how to report an accessibility barrier or request assistance.
20. Changes to These Terms
We may update these Terms from time to time. We will notify you by email at least 30 days before material changes take effect. Continued use of the Platform after the effective date constitutes acceptance of the updated Terms. If you do not agree, close your account before the effective date.
21. Contact Us
Lake Road Labs LLC, doing business as The Atlas Register
Contact form: theatlasregistry.com/contact
This Addendum applies to any user who accesses a Dealer account on Atlas Watch Registry. It supplements the main Terms of Service. Where there is a conflict, this Addendum controls for Dealer accounts.
A1. Who This Applies To
This Addendum applies to you if you have selected a Dealer account type, been invited to a dealer organization, or are using the Platform in a commercial capacity to manage watches for resale. By using a Dealer account, you confirm that you are acting in a professional commercial capacity and not as a consumer.
A2. Professional Use Acknowledgment
By using a Dealer account you represent that:
- You are authorized to conduct watch sales in your jurisdiction.
- You have legal authority over any watch in your inventory.
- You comply with all applicable laws governing the sale of personal property.
- You will not use the Platform to facilitate the sale of stolen or misrepresented watches.
A3. Financial and Inventory Data
Dealer accounts include fields for acquisition cost, listing price, and related financial data. This data is visible to all members of your organization (see Section A4) and is never shown on public verification pages or included in provenance histories transferred to buyers.
You are responsible for the accuracy of all financial data you enter. We are not responsible for any business decisions made based on information stored in the Platform.
A4. Organization Members and Shared Access
When you invite a team member to your organization, they gain access to your organization’s full inventory including financial fields, buyer email addresses, and transfer records. By inviting a team member, you accept responsibility for ensuring they comply with these Terms and this Addendum. Each action is attributed to the team member who performed it.
A5. Buyer Data
When you initiate a transfer, you provide the buyer’s email address. You are responsible for having a lawful basis to share that email with us and for ensuring the buyer has agreed to receive a claim email. The buyer’s email is used solely to send the claim notification and is not included in the public provenance history or in future transfers.
A6. Inventory Accuracy
By sharing a dealer verification link with a potential buyer, you represent that the watch is in your possession or under your authority to sell, and that the published condition and history details are accurate to the best of your knowledge. You may not share a verification link in a way that implies the Platform has physically authenticated the watch.
A7. No Consumer Protection Laws
Dealer accounts are used in a commercial capacity. To the fullest extent permitted by law, consumer-protection statutes that apply only to consumer transactions do not apply to the relationship between Atlas Watch Registry and a Dealer account holder. The liability and indemnification provisions in Sections 16 and 17 of the main Terms apply in full to Dealer accounts.
A8. Billing
Dealer accounts are subject to the billing terms in Section 11 of the main Terms. Dealer organizations may be offered pricing tiers separate from Collector accounts. If an organization account lapses for non-payment, all members of that organization lose access to paid features simultaneously.
A9. Termination
In addition to the grounds in Section 13.3 of the main Terms, we may terminate a Dealer account if it is used to facilitate fraudulent transactions, misrepresent watch provenance, or expose Atlas Watch Registry to legal or reputational harm. On termination, the anonymization process in Section 13 of the main Terms applies and no refund is issued.